Ricola's "Unwrap Your Voice" Packaging, Ad Campaign and Full Credits

Unless you read the trade pubs or follow packaging blogs or Pinterest boards, you may not have seen this clever work to advertise/promote Ricola's herbal cough drops.


above: Ricola's Herbal Cough Drops are made with 13 herbs cultivated in Switzerland.

Now, advertising has changed much since I started working in the business. As companies, campaigns and communications grew more international beginning in the early 90s, they also grew more visual - a result of translation difficulties and the universal understanding of imagery. Once upon a time, a print ad campaign that used the same line on each ad would be scolded for lack of creativity here in the US. But, like I said, things have changed and this promotional idea and campaign for Ricola Herbal Cough Drops, "Unwrap Your Voice," is a perfect example of a visual internationally understood idea.

The concept for the Ricola campaign "Unwrap Your Voice" came from German agency Jung Von Matt (Not JVM Studio - or Jeroen van Mechelen - as The Dieline incorrectly reports) and it was executed as a collaborative effort between Jung Von Matt, the Scope Digital Studio and illustrator Julien Canavezes. The whimsical illustrations by Julien Canavezes serve as both the actual cough drop packaging and the whole gist of the communications effort. The candies were distributed free at concerts and apparently the print ads ran in Germany (in what publications, I do not know).

Here are the single page and spread ads that were submitted to the award shows.







And the lesser seen ads:



The work has been much lauded including receiving the One Show's Silver Pencil for Package Design in 2012, A One Show Merit for Magazine Campaign Full Page/Spread, an LIA Gold Winner 2012 and a New York Festivals Finalist and Merit 2012.

The famous music icons whose faces wrap around the drops, were illustrated in Julien Canavezes' inimitable style and although the only immediately recognizable visage is that of Elvis Presley, I assume the others represent famous singers as well (Luciano Pavrotti? Madonna? I'm not sure).

Full Credits:
Category: Package Design / Package Design - Campaign
Agency: Jung von Matt AG / Hamburg
Client: Ricola AG
Title: Unwrap
Art Director: Johannes Riffelmacher
Creative Director: Fabian Frese, Goetz Ulmer, Thimoteus Wagner, Martin Strutz
Designer: Lars Jakschik, Karina Riehle
Illustrator: Julien Canavezes
CG Artists / Photography: Matthias Christen of The Scope Digital Studio
Writer: Hannah Haeffner

The Illustrator
Illustrator Julien Canavezes' work is charming and has been used for several high-profile clients including Nike, Coca-Cola and Xbox. Be sure to check out his portfolio on Behance and his own website, Toyzmachin.

New Print Campaign For Bering Canned Seafood From BBDO Moscow.

These three print ads from BBDO's Moscow office remind me of 'old-school' advertising. One actually has to spend some time looking at the ad to appreciate it. That's right... takes more than 2 seconds to actually 'get them.'

The Director's Cut Of That Cool Melting Perrier Commercial

You may have noticed the eye-catching Perrier television commercial in which it's so hot out that everything appears to be melting. Shot by director Frederic Planchon for Ogilvy Paris, it's not a new campaign for the brand, having been executed in 2009, but it's been airing here in the United States lately.



I happened to come across the 'director's cut' of the spot. Slightly longer, this version has used different shots, edit and most notably a different ending:



The client-approved spot ends with the main character jumping from her penthouse balcony into a refreshing pool as she reaches for the rolling bottle of Perrier, while the Director's cut ends with her diving off the balcony into the street and landing on a melting van.

       
above: two different endings to the Perrier "Melting" spot

As the spot actually airs:
 

The fabulous song that accompanies the spot is "Waves" by emi artist Camille.

The Nestle brand bottled water campaign's accompanying "melt" print ads were shot by Jean-Yves Lemoigne and took home a Cannes Silver Lion in 2009:
 

The 2009 Clio Grand Print Winning Ad Campaign & The Other Winners

The CLIO Awards, one of the world’s most prestigious international advertising and design competitions honoring creative excellence and innovation in the industry, today announced the winners for the Communications Awards, which recognize Print, Direct Mail, Radio, Poster and Billboard mediums, as well as the new Strategic Communications/Public Relations medium.

This year, thus far, they've awarded 77 CLIOs Awarded (1 Grand, 12 Gold, 22 Silver, 42 Bronze)

The most pretigious award is called the Grand Clio and this year it went to a charming, simple print campaign done by CLM BBDO for Alka- Seltzer called "Dissolve Your Problems".

The 2009 Grand Clio Print Campaign Winner:

Bear:

Paparazzi:

Magician:

Prison:


Print campaign: Dissolve Your Problems (Campaign)
client: Alka-Seltzer
agency: CLM BBDO, Boulogne-Billancourt
creative directors: Jean Francois Sacco and Gilles Fichteberg
art director and illustrator: Paul Kreitmen
copywriter: Alex Benoit

Here's a list of the rest of the GOLD winners:

Gold CLIOS for Print:
• Abbott Mead Vickers BBDO, London, Corporate/Institutional, "Inner Child" for Museum of Childhood.
• AlmapBBDO, São Paulo, Brazil, Automotive, Volkswagen Customized Trucks "Volkswagen Customized Trucks - Beer Box, Volkswagen Customized Trucks - Fruit Box, Volkswagen Customized Trucks - Milk Box, Volkswagen Customized Trucks - Egg Box" for Volkswagen Trucks.
• BBDO, Kuala Lumpur, Malaysia, Automotive, Two Worlds "Bushman & Eskimo, Husky & Camel, Mountain Goat & Crocodile" for Jeep.
• Clemenger BBDO, Wellington, New Zealand, Public Service, Crashed Beds "Bridge, Tree, Creek" for Driver Fatigue.
• Del Campo Nazca Saatchi & Saatchi, Martinez, Buenos Aires, Argentina, Health Care Services, "Children - Tree" for Hospital Alemán - Kinder Plan.
• Leo Burnett & Arc Worldwide Thailand, Bangkok, Home Furnishings/Appliances, "Chicken, Fish, Lobster" for WMF.
• McCann Erickson, Madrid, Spain, Public Service, "Woman Shoe" for Greenpeace.
• Miami Ad School Europe (Student - Sandra Nicolas), Hamburg, Germany, Student, Inspired by Life "Porridge, Brother, Aunt" for Ikea.
• Saatchi & Saatchi Worldwide, Petaling Jaya, Malaysia, Public Service, "Stop" for Guinness.
• TBWA\Paris, Boulogne-Billancourt, Household Products, Mir Black "Mir Black - Spider, Mir Black - Arms" for Henkel.
• TBWA\Paris, Boulogne-Billancourt, Household Products, Mir Laine "Mir Laine 1, Mir Laine 2, Mir Laine 3, Mir Laine 4" for Henkel.

DIRECT MAIL, 13 CLIOs: 2 Gold, 4 Silver, 7 Bronze

Gold CLIOs:
• Lowe Limited, Bangkok, Thailand, Dimensional, "Torture Test" for Breeze Excel Washing Detergent.
• Philipp und Keuntje GmbH, Hamburg, Germany, Collateral, "Balloon" for Chubb Nord-Alarm Security Systems Company.

RADIO, 23 CLIOs: 6 Gold, 6 Silver, 11 Bronze

Gold CLIOs:
• DDB, Chicago, Beverages/Alcoholic, Real Men of Genius "Mr. Rain Delay Tarp Roller Outer, Mr. Golf Quiet Sign Holder, Mr. Football End Zone Painter, Mr. Football First Down Marker" for Anheuser-Busch.
• Grey, Melbourne, Australia, Public Service, Pictures of You, "Anne, George, Martin" for Anti-Speed Message.
• Grey South Africa, Sandton, Public Service, "Shark Attack" for Shark Life.
• Grupo Gallegos, Long Beach, Calif., Media, Subtitles "Epic, Robinson, Horror" for Comcast CableLatino.
• Network BBDO, Johannesburg, South Africa, Travel/Tourism, Plain Insanity "Ferret, Dancer, Dog" for Virgin Atlantic Airlines - Upper Class Suites.
• Saatchi & Saatchi, New York, Business Equipment/Services, Compression Radio "Soap Opera Romance, Eating Candy, Calling Tech Support" for StuffIt Deluxe.

POSTERS, 42 CLIOs: 6 Gold, 17 Silver, 19 Bronze

Gold CLIOs:
• Abbott Mead Vickers BBDO, London, Corporate/Institutional, "Inner Child" for Museum of Childhood.
• BBDO Malaysia, Kuala Lumpur, Malaysia, Automotive, Two Worlds "Bushman & Eskimo, Husky & Camel, Mountain Goat & Crocodile" for Jeep.
• Big Ant International, New York, Public Service, "What Goes Around Comes Around" for Global Coalition for Peace.
• Contract Advertising India Pvt. Ltd., Mumbai, India, Public Service, "Family Name" for Aadhar Association.
• Del Campo Nazca Saatchi & Saatchi, Martinez, Buenos Aires, Argentina, Health Care Services, Children "Tree, Cookie, Stairs" for Hospital Alemán - Kinder Plan.
• KNARF (Students - Annie Chiu, Anna Echiverri), New York, Student, "Subway Bench" for Victoria's Secret.

BILLBOARD, 20 CLIOs: 2 Gold, 7 Silver, 11 Bronze

Gold CLIOs:
• DDB, London, Media, "Global Downturn" for Financial Times.
• Leo Burnett, Toronto, Beverages/Alcoholic, "Share Our Billboard Campaign" for James Ready.

STRATEGIC COMMUNICATIONS/PR, 9 CLIOs: 2 Gold, 4 Silver, 3 Bronze

• Edelman, Chicago, Consumer, "FilterForGood: Better Water, Less Waste" for Brita.
• Ketchum, San Francisco, Consumer, "Haagen-Dazs loves Honey Bees: Let's Lick This Problem" for Haagen-Dazs.

The CLIO Awards are produced by Nielsen Business Media, part of the Nielsen Co.

Congrats to all!